So many people create content. But what separates the true creators from all the rest? What makes someone internet famous?
Drumroll please... it's the consistency of their output. You thought I was going to say quality, right? Well, I didn't. Because to be honest, I don't actually know how important that is anymore. I mean, just look at Barstool Sports.
Consistency is the biggest hurdle creators face.
Anyone can write an article. Anyone can post a video of themselves. Anyone can tweet once or twice. But after that initial push, how many of those people create something again? How many can hold on to the self discipline to publish a new piece of content every week?
Those people are the true creators. And maybe they have practice... or natural talent. Or maybe they're wired for routine. But just maybe, they set themselves up to succeed using one of the many tools available (some free!) that deliver that much needed assist for planning and scheduling content.
In this post, I'll divulge my tools of choice. But first, a story.
Your internal calendar is nice, but...
I got my start in the content creator business as a contributor to Sports Business Journal. I guess you could say I was their app review girl. I published an article every week for something like two and a half years. These pieces included interviews and a few hours of writing. Of course, I loved it. It was what I always dreamed of doing. But I could never have been prepared for the stark reality that was creating new content week after week after week.
My internal calendar (you know, my brain) was my calendar. And this worked for a bit. But then, I started to feel the burn of the looming deadlines, and I made a scheduling error... an oversight really... that got me called into the principal's office for a scolding. By principal I mean the executive editor, of course. ;)
And so, I learned my lesson. And believe me, I don't like to make the same mistake twice. From that point on, I would be more disciplined in my approach. I would go forth and seek out the tools I needed to organize the thoughts inside my brain. For those who know me and my brain, this was a major undertaking.
Here's what I did.
Build content planning into your week.
Just like you plan out your meetings or your gym visits -- put a bit of time into your content calendar. Like I said, I learned this the hard way.
Sunday nights are my window of choice for content planning. Now that I'm all about it and happy to shout it, I like to dig into my editorial calendar after my kids go to sleep. I start the bedtime routine at 5:30PM on those nights. ;)
And so what does content planning look like for me?
Well, for starters, there are a couple of tools that I absolutely cannot live without.
Free for awhile, not forever -- the content planning tools you'll never want to ditch.
Just like athletes think themselves into the championships using Jedi mind tricks and self talk, you can think yourself into publishing on a regular basis. But allow yourself to enlist the help of a content planning tool or two. There is nothing shameful about getting help!
Here's what I use.
Smartsheet, a step sibling to Excel for those who are into grid-style analysis, is a rockstar for content planning. I must admit... I have always been an Excel geek. Which is why I love this tool. It does have a free plan, but over time, if you like the experience, you'll probably end up forking over a couple of dollars a month. It's worth it.
Trello is the card-style standard for editorial planning. A lot of real deal publications use this tool to move a piece of content from idea phase to published. It's got a modern interface and a lot of bells and whistles, integrations, what have you's. It works well for teams. It does offer a free version. But when the time comes to, say, attach a set of hi res images to a card, you'll need to get out the wallet and pay up.
These tools will help you visualize your content plan. And you'll be so much better for it.
Schedule up and then get cozy with the publish button.
Once you establish your plan, you've got to move on to the next big step... publishing your content. (Yikes!)
Sharing your own stuff sounds really scary when you're first dipping your toe in the content sharing waters. (OMG, what will my peers think of me?)
But then... you chug your third cup of coffee and you click the publish button.
Know that you can't change the world in a day.
After you take the giant leap and publish that first post on LinkedIn, you breathe a sigh of relief. Then you take four more long, deep breaths, another gulp of caffeine, and you realize that probably only 1/8 of your entire following will ever see that post. (I'm keeping it real here.)
So then you drum up the courage to do it again. And again...
You slowly begin to realize that sharing your thoughts with the world isn't that scary after all. It's kinda like going to the doctor for a flu shot (which I did recently, with my seven-year old holding my hand for emotional support.)
You show up. Roll up a sleeve. Close your eyes. Get it done.
Your audience will ebb and flow.
As you're first getting started, a handful of people you know may exercise their pointer finger and give you a like. Or, if they feel personally threatened by your courage, they will remain invisible. (Don't worry, they'll come around in time.) And if you keep posting, week over week, month over month, your growing flock of followers may become conditioned to your new publishing routine. They'll probably begin to scroll on by your posts -- drop you a like here and there.
But then, one afternoon while you're staring out your office window into space, someone will hit you up on LinkedIn messenger for information on your offering. That someone could be your next client. And where did they find you? Your well-scheduled content, of course.
You jump up from your chair and start doing your version of the Elaine Benes dance.
If you take anything away from this post, let it be this.
Just keep publishing.
And so, you've done it. You created a plan. You've begun to throw your thoughts together every so often and post. Maybe you lean on Google Alerts to create some timely content. Maybe long form is your thing. Maybe you post videos of yourself every other day (big ups to those who take that leap.) But no matter which path you choose to get to the publish button, you're now equipped with the planning tools you need to support your vision.
So, are you ready to start planning your content?
If your answer is 'hell yes!', then you'll love my free guide to building your own content series. You can find it HERE.
Grab a pen, your favorite coffee mug and get going!
Amie Sheridan gives sports industry leaders the tools they need to engage their prospects and build a following - with content. Visit her website to learn more.
